发信人: tono118(春儿)
整理人: jasminwen(2003-06-12 15:42:48), 站内信件
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There has been a susbstantial disintermediation of wholesalers and
retailers owing to electronic commerce. Virtually all products are
now available without going to a store. The customer can access
pictures of any product on the Internet, read the specs, shop among
online vendors for the best prices and terms, and click order and
payment over the Internet. Expensively printed catalogs have
disappeared. Business to business purchasing over the Internet has
increased even faster than online consumer buying. Business
purchasing agents shop for their routine items on the Internet,
either advertising their needs and waiting for bidders, or simply
surfing in their "bookmarked" web sites.
Store-based retailers find store traffic highly diminished. In
response, more entrepreneurial retailers are building entertainment
and theater into their stores. Many bookstores, food stores, and
clothing stores now include coffee bars and feature lecturers and
performances. Essentially these stores are "marketing an experience"
rather than marketing a product assortment.
Most companies have built proprietary customer databases containing
rich information on individual customer preferences and requirements.
They use this information to "mass-customize" their offerings to
individuals. An increasing number of companies present online product
platforms on which customers design their desired products. Many
automobile, computer, appliance, and food companies invite customers
to visit their web pages and design the market offering (product,
service, system, programs) by filling in choices on a form. The
modified product is then visually displayed on the screen.
To be continued
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